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Color us surprised, but word on the street is that Monster and Beats By Dr. Dre are soon going to be a thing of the past. After years of pumping out fashion-forward, bass and treble pumping headphones that (debatably) changed the landscape of personal audio products — and spawned a slewofimitators — both companies have reportedly decided not to renew their five-year contract. Businessweek notes that two sources have confirmed that disagreements over “revenue share” and “who deserved the most credit for the line’s success” stemmed the decision between the companies — not surprisingly, Beats Electronics wanted more of both.

In the the followup, Monster will pump eight new headphone lineups featuring due out this year, Monster is also noted to have brought in 60% of its own revenue from Beats by Dre, and now plans to shift its focus on older demographics, such as executive types, which the brand never exactly catered to. Notably, Businessweek also states that Beats Electronics will retain to the rights to the headphone’s iconic design, sound-signature and branding. Considering Beats’ partnerships reign far with companies like HP and HTC, things probably won’t be all doom and gloom for the company — but the amount of time left to pick up your very own JustBeats likely just got slim. Hit up the source link below for more details.

Digital Consigliere

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.